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Marketers and content makers have been conditioned over time to believe that online video needs to be short and punchy.

This is based on the presumption that people have limited attention spans, and therefore longer-form content would be wasted – particularly on the multi-tasking Gen Y consumer.

But is duration really a key factor of successful adoption? And how about social sharing? Is the length of a branded video likely to affect people’s willingness to share it?

In the space of 1,000 or more words, I can’t promise to deal with all the answers, but hopefully you’ll agree these questions merit further consideration before setting your content or advertising strategy.